Multiple Myeloma (MM) is a rare but deadly form of blood cancer. For people living with MM, traditionally 60+, time is everything. But that’s the one thing they don’t have.

Weeks are spent awaiting treatment and test results. Days blend into each other, and time slips by, right when it’s becoming more precious than ever.

Janssen wanted to change that.

We knew the company was launching a new treatment formulation that could improve quality of life by drastically shortening the time needed in hospital to receive an infusion (from hours to minutes).

But we also knew pharmaceutical regulations meant we were limited in how we could talk about its benefits – with either patients or with healthcare practitioners.

We needed another way to bring Janssen's commitment of giving patients back their precious time to life, while positively impacting the experience of both living with MM and being treated for it.

INSIGHT

Our brains take longer to process new activities than repetitive routines, so doing new things makes it feel as though time is moving more slowly.

IDEA

We created Time Keeper, the first clock that bends time for the user when they feed it with an open mind…

The free, first-of-its kind health care innovation encourages and enables people to try novel things, from origami to beatboxing.

Users add their preferences and the algorithm throws up options for new and novel experiences for them to try.

Training films helped them do that.

The clock's dial colour and speed changes based on the activity category and the users' biometric data, such as heart rate and blood pressure, to give them a time representation that is based around their current mood vs. the universal clock time.

A meaningful way for MM patients to steal back their precious time from cancer.

We aimed to deliver maximum impact among MM patients, their loved ones, and healthcare practitioners.

Time Keeper’s innovative technology helps patients alter their perceptions of time via new activities and novel experiences. And, in doing so, we knew we could loosen cancer’s grip on their daily lives. But we also wanted to build on the availability of the new treatment formulation to demonstrate a genuine medical benefit too.

In partnership with patients, as well as a leading haematologist, we created a series of films, discussion guides and information assets, that sought to open the door to meaningful, actionable conversations between patients and healthcare practitioners about the burden of time intensive treatments – and how to reduce it.

Put another way, our strategy was to deliver a real, positive impact on the lives of those who needed it most: MM patients. In their personal lives. In their treatment programmes.

For maximum impact, we launched Time Keeper in three phases.

September 2020

Blood Cancer Awareness Month to tease the core campaign concept of ‘giving back time’ via a powerful short film and executive thought leadership article.

September 2021

This time at Blood Cancer Awareness Month we launched:

• Time Keeper app in EMEA, making it available free in English across 80+ Apple app stores

• Campaign hub featuring a patient/healthcare practitioner discussion guide, app link, ‘offline’ app version and campaign information

• Targeted earned and paid media strategy, including a Facebook and Instagram partnership with WIRED magazine (a preferred publication for blood cancer specialists) and an exclusive, unpaid app preview with key EMEA-wide media title, Forbes magazine

Phase three

Will occur over the coming months and will see the app translated into local languages for roll-out in key European markets.

Digital launch

• Reached 340,000 unique users across Janssen’s Facebook, Twitter and LinkedIn

• 715+ key stakeholder engagements, including healthcare practitioners, patient advocacy groups, and most Importantly, people living with multiple myeloma

• 7,000+ visits to the Time Keeper landing page with average dwell time of 01:38 minutes

• 83 app downloads

Targeted media strategy

• Exclusive Forbes interview with Janssen’s EMEA Medical Director, Ed Chan

• Paid partnership with WIRED magazine delivering:

- 1.9+ million impressions (12.6% above target) to date

- 2,019 Facebook experience participants

- 360 Instagram interactions

Internal engagement:

• Time Keeper featured in three internal newsletters along with a company podcast.

• An incentivised employee campaign which saw multi-market engagement, and the winner awarded the Apple Watch used in the campaign film

• Presented in Senior Leadership Meetings, receiving very positive feedback.

• It’s also being used as a best-practice template